Certificate in Advising Small and Family Businesses (Cert. ASFB)

The Certificate in Advising Small and Family Businesses (Cert. ASFB) equips you to penetrate this market segment and develop business relationships with business owners in a meaningful and rewarding way.

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Ronald Wong
MBA, CFP®, ChFC®, CWM®, ChMA, AEPP, STEP Associate



SME and family businesses in Singapore represent one of the most underserved client segments offering huge business opportunities for financial planners. According to Singapore’s department of statistics, there are more than 230,000 enterprises in Singapore as at January 2021, of which over 99 percent are small and medium enterprises.

Many SME owners today are facing challenges and uncertainties relating to COVID-19, as well as unplanned exit and business succession challenges arising from trigger events like unforeseen death and illness of its owners and key employees.

One way to be prepared for such uncertainties is to ensure a strong solvency position, funded by life insurance, in the company when such trigger events happen to the business owners or its key employees. A business with strong solvency position will not only provide certainty and financial security for family members of the business owners, but also strengthen the confidence of its stakeholders – customers, suppliers, creditors, and employees.

The challenges faced by every SME and family business is unique and requires detailed planning and bespoke solutions, tailored to each business owner’s unique situation. Financial planners who understand the challenges and issues faced by small business owners are strategically positioned, to provide practical solutions to help them navigate these challenges through a customized portfolio of insurance and investment solutions.

This is the objective of the Certificate in Advising Small and Family Businesses Program conducted by Financial Perspectives. Through this program, financial planners will acquire the competency and confidence to engage business owners, and successfully convert them to clients using field-tested approaches and frameworks developed from both practice experience and academia.

FARs who completed the Certificate in Advising Small and Family Businesses (Cert. ASFB) program have extensive knowledge to penetrate this market segment successfully. This 6-module course is conducted using a structured framework that offers insights into the challenges faced by small and family business owners and equips you to provide expert guidance and actionable advice to challenges that can be addressed using insurance and investment solutions

MODULE 1: Foundations in Advising Small and Family Businesses

The first module provides a foundational overview in advising the SME segment and discusses the potential opportunities when advising small and family businesses. An overview of 12 challenges business owners face and how insurance and investment solutions can be used to address them will provide you with an understanding of the opportunities this niche market segment provides.

MODULE 2: Qualitative Analysis: The Business Environment and Business Structure

  • The second module provides a qualitative framework for understanding the business environment and business structures, as well as the unique issues and challenges in each structure. You will have a deeper understanding of where to start, what to look for and how to engage their prospective clients.

MODULE 3: Quantitative Analysis: Company Financial Analysis

  • The third module equips you with the competency to conduct quantitative analysis of the business and identify potential financial pitfalls within the business, such as credit, cashflow and debtors’ risks, and be equipped to address them using various strategies and insurance products as a funding vehicle.

MODULE 4: The Buy-Sell Agreement and Establishing Business Valuation

The fourth module looks into the buy-sell agreement and how to design and coordinate a business exit strategy with legal professionals using insurance products as a funding vehicle to provide liquidity for the exit. You will also gain an appreciation of various valuation approaches and models used to ascertain the value of a business to facilitate the exit proposition.

MODULE 5: Exit Planning and Key Employee Strategies

The fifth module addresses the exit planning and succession issues of the business owner, and how to implement appropriate strategies to ensure a smooth exit and business continuity. You will also gain an appreciation of strategies that can be used to retain key employees for the long-term benefit of the business.

MODULE 6: Advising the Family Business

The final module addresses unique challenges and concerns of the family business and implement strategies to mitigate such challenges. You will learn how to analyse and understand the family dynamics using engagement models and frameworks and conduct scenario analysis to provide strategies to manage challenges unique to the family business.

This course is conducted over 6 weekly sessions comprising a total of 21 non-core CPD training hours comprising structured lectures, case studies and group discussions. At the end of the course, participants will undergo a MCQ assessment. Participants will be awarded the Certificate of Completion (Cert. ASFB) upon completion of the program.

Your investment for this program will be $2,000, before funding support.

Special corporate discount and group rates may apply. Contact us to find out more.

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